Marketing Analytics with Fexingo · 2026-07-25 · 5 min
In this episode, Lucas and Luna dive into a persistent blind spot in marketing analytics: the systematic undervaluation of brand advertising in attribution models. Citing a recent Analytic Partners study showing brand drives about 60% of sales lift but gets less than 10% credit in standard models, they explore why this gap exists and how it misleads budget allocation. They discuss the measurement challenges - long conversion windows, no click path, offline impact - and offer practical fixes like holdout tests, geo experiments, and constrained attribution that incorporates brand lift data. Using real-world examples from Procter & Gamble and others, they make the case for rethinking how we assign credit to brand campaigns. If you've ever wondered why your brand spend never seems to get its due in the dashboard, this episode is for you. #BrandAdvertising #Attribution #MarketingAnalytics #BrandLift #LastClick #Measurement #AnalyticPartners #ProcterAndGamble #FexingoBusiness #BusinessPodcast #Marketing #Advertising #DataDriven #ROI #MediaMix #GeoExperiments #BrandBuilding #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo
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